Stop babysitting ads: 90-day B2B remarketing plan

You already pay for attention with ads, events, and content. The quiet win is getting known visitors back at the right moment with the right proof. That is where a smart B2B remarketing strategy shines. If I run a service company and want a pipeline I can trust without babysitting campaigns every hour, this is the approach I use. I keep the talk simple, focus on revenue signals, and show where the quick wins sit.

A B2B remarketing strategy I can launch in 90 days

Here is a 90-day launch plan built for B2B service companies that care about meetings, proposals, and signed deals, not soft vanity metrics.

Days 1-14 (foundations and first wins): I install core tags (Google and LinkedIn) and confirm GA4 events for viewed content, form started/submitted, calendar/book-a-demo, and proposal/download actions; I sync first-party audiences from my CRM (e.g., past SQLs and customers, churned, and active pipeline) and build core site audiences (all visitors 90 days, pricing/solutions 30 days, content engagers 30 days, abandoners 7 days); I launch LinkedIn Website Audiences and Google Display with tight exclusions and use existing case studies as creative; I look for early signals like demo requests, calendar bookings, proposal downloads, and at least one qualified meeting by week two.
Days 15-30 (tighten and scale directional winners): I layer intent with RLSA on high-intent keywords for visitors to pricing and solutions pages and align with Google's guidance on two strategies that brands mostly use when running retargeting lists for ads. I sequence messages by window (7-day for high intent, 30-day for mid, 90-day for broad); I add short video assets that teach one pain and hint at my process, then retarget viewers with proof; I measure meeting-to-proposal and proposal-to-closed rates for remarketing-sourced or influenced deals.
Days 31-60 (compound results, cut waste): I set frequency caps (roughly 2-3/day on LinkedIn and 5-10/week on Google Display/YouTube); I improve match rates on key accounts with consented first-party data and Customer Match here is how you can do it. I build exclusions (customers, active opportunities, competitors, career-page traffic); I test creative angles by stage (problem-aware for early visitors, solution-aware or proof-first for pricing/solutions audiences).
Days 61-90 (make it dependable): I let Performance Max use remarketing signals where it can pick up incremental, brand-safe conversions while keeping negative lists strong; I sync email engagement back to ad platforms to refine lists; I update attribution with UTMs, GA4 conversions, and CRM campaign influence so remarketing-touched opportunities roll up cleanly into a simple pipeline report by stage.

Bring execution to the front. A B2B remarketing strategy that ships in two weeks calms ROI nerves fast.

What I mean by B2B remarketing (and why definitions matter)

Teams mix up retargeting and remarketing. In practice, both mean reaching known audiences that already interacted with me. Pixel-based retargeting uses platform tags to build pools from site behavior, ad engagement, and video views. List-based remarketing uses CRM and marketing lists (customers, open opportunities, churned accounts, event sign-ups), often via native syncs like Google Customer Match - here is how you can do it.

In B2B, both approaches work best together inside an account-based motion. Buying happens with a committee. I might court a champion, a finance partner, and a technical lead at the same time. My strategy maps messages by role and stage: a champion gets a how-to followed by a case study, while a CFO gets payback proof and a calculator. I keep the sequence simple: awareness, consideration, proof. If you want a quick refresher on each funnel stage, that guide keeps it clear.

Privacy matters throughout. I respect GDPR/CCPA, keep consent banners clear, and lean into first-party data as third-party cookies shrink in Chrome. CRM syncs, lead-form audiences, and server-side tagging help keep tracking stable and privacy-minded. It sounds dry, but it is what stops ad waste.

Why remarketing moves revenue, not vanity metrics

Cold ads can reach, but remarketing moves pipeline faster and cheaper because I am speaking to people who already showed intent. Statistically, retargeting ads outperform standard display in clicks and engagement. B2B purchases also involve lengthier sales cycles, so staying visible to known evaluators matters.

A quick ROI sketch makes the point. If I spend $10,000 per month and capture 80 marketing leads at $125 each, and 40 percent become SQLs (32), with 50 percent moving to opportunities (16) and 20 percent closing (about 5), and my average deal size is $25,000, I book roughly $125,000 in new revenue. That is a 12.5x gross ROAS before delivery costs, sales expense, and margins. Reality checks still apply: revenue recognition may span months for services, and cohort payback depends on cycle length and gross margin.

Attribution that keeps finance comfortable is simple: I track influenced pipeline, not just last click; I monitor stage conversions (MQL → SQL → Opportunity → Win) for remarketing cohorts; and I keep a blended CAC view across paid and organic, then show how remarketing lowers the blended figure by lifting mid-funnel conversion.

Matching remarketing types to funnel stages

I match the channel to the stage and the message, then keep KPIs appropriate to each step.

Awareness (problem-led): Short videos and display ads with pain statements, plus thought leadership on LinkedIn that brings people back to a clear next step. KPIs: engaged visit cost and video completion to 50 percent.
Consideration (category proof): RLSA on search, website retargeting to comparison and process pages, and explainer content. KPIs: demo starts and high-intent page views per session.
Decision (proof and action): Case study carousels, testimonial videos, ROI snippets, and proposal or booking reminders. KPIs: meetings booked, proposals sent, win rate.
Post-sale (expansion/retention): Renewal nudges, cross-sell by service line, upsell to higher-touch plans, and reactivation for churned accounts. KPIs: expansion revenue and churn save rate.

A strong strategy keeps each stage clean. I do not push a demo to a cold reader, and I do not teach basics to a pricing viewer.

Picking platforms and setting realistic budgets

I pick platforms by audience quality and intent match. Google Ads provides universal reach and search intent - RLSA and YouTube view sequences are reliable for service firms. If you are new to the concept, this overview of search intent is useful. LinkedIn offers role, seniority, and company filters with higher CPCs but cleaner meetings. YouTube works for low-CPM education and building warm lists that convert later. Meta can add cheap reach for thought leadership and light social proof. Niche networks like X and Quora can deliver focused impressions for Q&A-driven topics.

For a lean start, I often split budget roughly 50 percent to LinkedIn for precision and buying-role filters, 35 percent to Google for intent capture (including RLSA and YouTube), and 15 percent to YouTube or Meta for education and list growth. I adjust weekly to whichever segment proves faster movement from meeting to proposal.

Platform plays that work now

I keep tactics simple and stage-aligned, with clear exclusions and frequency caps to protect brand and budget.

Google Ads

I run RLSA with 7/30/90-day audiences for pricing and solutions viewers and increase bids 20-60 percent on high-intent keywords while acknowledging prior interest in copy. If you need a primer, Google covers RLSA and the two strategies that brands mostly use when running retargeting lists for ads. I use Display retargeting with brand-safe placements and exclusions (customers, careers, current opps). For Display setup details, here is how you can do it. I let Performance Max use remarketing signals when I have strong negatives and tight landing paths. I build YouTube sequences that start with a 30-45-second problem video, then retarget viewers with a case study and a testimonial, keeping weekly frequency under 10. Given video’s importance - 93% of marketers say video is important - this sequence compounds.

I build website audiences split by pricing, solutions, and blog views. I add Lead Gen Form retargeting (opens/starts/submits) and video-view audiences at 25/50/97 percent. I begin with role- and industry-targeted video that teaches a specific pain, then retarget viewers to a case study or calculator. I layer member groups, skills, and seniority to keep quality high, and I use gentle qualifiers (e.g., team size, tech stack) in ads or landing pages to protect my calendar.

Remarketing habits that compound results

Align offers and landing pages to buyer stage - if a page promises pricing but delivers a blog, bounce rates spike.
Segment lists by page intent - pricing, solutions, comparison, and resources should not live in one bucket.
Craft creative for problem, solution, and proof - repeat the rhythm across video, display, and LinkedIn to build memory.
Orchestrate email and ads - using 3+ channels can lift order rates up to 494%. If someone clicks a nurture email on a topic, show matching ads briefly and stop once they convert.
Enforce frequency caps and respect attention - ad pressure that feels needy burns budget and trust.
Design for mobile first and ensure cross-device continuity - many execs read on phones and convert on desktop.
Exclude customers, competitors, internal traffic, and recruits - keep impressions in front of real prospects.
Test hooks, formats, and calls to action, not just colors - kill weak variants quickly and refresh top-audience creatives every 4-6 weeks.
Measure influenced pipeline and stage conversion for remarketing cohorts - improve the baselines bit by bit.
Align with sales on follow-up speed and quality - a fast, thoughtful reply prevents ads from carrying all the weight.
Mind privacy and consent - document lawful bases, honor regional signals, and prioritize first-party data, clean UTMs, and server-side tagging.

Quick gut checks to keep me honest

Each week I ask three questions. Is my remarketing bringing in meetings my team actually wants? Are those meetings moving to proposals faster than cold efforts? Is my blended CAC edging down, not up? If yes, I nudge budgets toward the segments that prove it. If no, it is usually a message-to-stage mismatch, a missing exclusion, or a frequency cap set too high.

The good news is this is not magic. It is steady work and clear signals. I build the lists, speak to the right stage, and measure what moves the pipeline. When I do, remarketing stops feeling like ad chase and starts acting like a calm, dependable engine for growth.